Dressing the world’s women in golf clothes

Image of Daily Sports CEO Ulrika Skoghag

Photo by Bjorn Andersson

ULRIKA SKOGHAG’S PARENTS started Daily Sports in Stockholm, Sweden, in 1995, and quickly built a collection of golf clothes with great woman-appeal for its sporty yet feminine looks and consistent colors from year to year. So when Elisabeth and Rolf retired four years ago, the good daughter said, “I think I should take care of what they started, a good brand.”

She took up golf and became CEO. GottaGoGolf caught up with Ulrika at the PGA Show in Orlando, Florida, last winter, and learned some things about women’s tastes in golf clothes around the world.

Some will surprise you. About others, you’ll say, “Duh.”

ON DAILY SPORTS’ GROWTH IN THE U.S.

“This is a market where we believe we are growing well and the ladies love our goods. The collection suits Americans. They like the details, and our strength is that we have a very good feminine fitting for the woman who actually plays golf. She is probably 40 and up, the 30-year-olds are busy raising kids — and the fitting is key. You want trousers that are comfortable and secure, not too low-cut.”

ON DAILY SPORTS’ STANDING AT HOME

“Sweden is our largest market. There, we can sell more cotton than synthetics, while in the U.S. cotton is almost impossible to sell.”

ON DAILY SPORTS’ OTHER ‘A’ MARKETS

“Germany and Great Britain are our other A markets. In Europe they like more logos, more written words on garments, that is the big difference. The U.S. doesn’t like “Daily Sports” written across a shirt. England is more conservative, they sell more longer skorts — 52 (centimeter) length (about 20 inches) instead of 45 (about 17 inches). And Germany sells a lot of the high-water (ankle) pants while England sells more of the capris.”

ON BARE ARMS

“Sweden sells more sleeveless shirts; in the U.S. the trend is to the longer sleeve because you want to hide from the sun. In Spain, they want to expose the arms. They want a suntan. The U.S. is more conscious of the danger.”

ON GLOBAL COLORS

“The English always like pink and lilac. Germany is more conservative, Sweden is more sporty, and the Netherlands are not afraid at all, they love bright color and logos, and the more detail, the better.”

ON GOLF CLOTHES IN ASIAN NATIONS

“It’s a very different taste. They only use long pants, not skorts, and they really cover up, with big visors and such. We have decided not to focus on Asia because they have different demands. We are not doing these things yet, and I am not sure we will.”

This article first appeared in the Spring 2015 edition of GottaGoGolf Magazine.

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